臺灣博碩士論文加值系統

隨著時代潮流、國際化的趨勢，進口商品不斷充斥在每個人日常生活中，尤其是際此人人追求流行與物質主義時代。消費者會依附國家印象，追求流行的焦慮不安，而有衝動性購買傾向。
本研究以來源國印象為自變項、衝動性購買傾向為依變項、流行焦慮為中介變項，探討其間關係。本研究採用問卷調查方式共計發出350份問卷，有效回應率為71.1％。驗證結果顯示：
1.來源國印象與衝動性購買傾向具有顯著的正向關係；2.來源國印象與流行焦慮具有顯著的正向關係；3.流行焦慮與衝動性購買傾向具有顯著的正向關係；4.流行焦慮在來源國印象與衝動性購買傾向之間具有中介效果。
本研究亦對研究發現予以討論，提出在理論上與實務上的意涵，並對研究限制及未來研究建議，進行研討。

We,consumors,are filled with all kinds of imported goods in the daily lives and influenced deeply by materializm and internationalization.We have the impulsive buying tendency because of the country of image,and the anxiety of pursuiting fashion .
In this study, the image the country of origin as independent variables, impulse buying tendency for the dependent variable, popular anxiety as intervening variables, to explore during the relationship. Total of 350 questionnaires were to the respondents. The effective respondence rate was 71.1%.The results showed that：1. there was significant positive relationship between the country of image and impulsive buying tendency.2. there was significant positive relationship between the country of image and fashion anxiety.3. there was significant positive relationship between fashion anxiety and impulsive buying tendency.4. fashion anxiety does exist intervening results between the country of image and impulsive buying tendency.
The study also found that to be discussed and put forward the theory and practice on the meaning,and limitation of the study and future research and recommendations are also been discussed.

內 容 目 錄

中文摘要．．．．．．．．．．．．．．．．．．．．． iii
英文摘要．．．．．．．．．．．．．．．．．．．．．． iv
誌謝辭．．．．．．．．．．．．．．．．．．．．．．． v
內容目錄．．．．．．．．．．．．．．．．．．．．．． vi
表目錄．．．．．．．．．．．．．．．．．．．．．．． viii
圖目錄．．．．．．．．．．．．．．．．．．．．．．． x
第一章 緒論．．．．．．．．．．．．．．．．．．． 1
第一節 研究背景與動機．．．．．．．．．．．．．．． 1
第二節 研究問題與目的．．．．．．．．．．．． 3
第三節 研究流程．．．．．．．．．．．．．．． 5
第二章 文獻探討．．．．．．．．．．．．．．．．． 6
第一節 來源國印象．．．．．．．．．．．．．． 6
第二節 流行焦慮．．．．．．．．．．．．．．． 15
第三節 衝動性購買傾向．．．．．．．．．．．．．．． 21
第四節 來源國印象、流行焦慮與衝動性購買傾向間關係． 28
第三章 研究方法．．．．．．．．．．．．．．．．． 31
第一節 研究架構．．．．．．．．．．．．．．． 31
第二節 研究假設．．．．．．．．．．．．．．． 32
第三節 操作性定義、量表與衡量方式．．．．．．．．． 34
第四節 問卷設計與抽樣方法．．．．．．．．．． 44
第五節 資料分析方法．．．．．．．．．．．．．．． 47
第四章 研究結果與分析．．．．．．．．．．．．．． 49
第一節 樣本及各變項之敘述性統計分析．．．．． 49
第二節 問卷信度與效度分析．．．．．．．．．． 53
第三節 個人屬性之變異數分析．．．．．．．．． 64
第四節 變項間之相關分析．．．．．．．．．．． 70
第五節 變項間之迴歸分析．．．．．．．．．．． 73
第六節 流行焦慮之中介效果分析．．．．．． 81
第五章 結論與建議．．．．．．．．．．．．．．．． 88
第一節 研究結論．．．．．．．．．．．．．．． 88
第二節 研究意涵．．．．．．．．．．．．．．． 91
第三節 研究限制．．．．．．．．．．．．．．． 93
第四節 未來研究建議．．．．．．．．．．．．． 94
參考文獻．．．．．．．．．．．．．．．．．．．．．． 95
附錄A 前測問卷．．．．．．．．．．．．．．．．． 107
附錄B 正式問卷．．．．．．．．．．．．．．．．． 114
附錄C 預試結果分析．．．．．．．．．．．．．．． 120


表目錄
表 2-1 流行觀點可能引發之流行焦慮表現構面列表．． 19
表 3-1 「來源國印象」量表之題項．．．．．．．．． 34
表 3-2 「流行焦慮」量表之題項．．．．．．．．．． 36
表 3-3 「衝動性購買傾向」量表之題項．．．．．．． 42
表 3-4 正式問卷之構面與題項數．．．．．．．．．． 45
表 3-5 手機品牌與來源國之整理．．．．．．．．．． 46
表 4-1 有效樣本基本特性．．．．．．．．．．．．． 49
表 4-2 來源國印象之敘述性統計分析．．．．．．．． 51
表 4-3 流行焦慮之敘述性統計分析．．．．．．．．． 52
表 4-4 衝動性購買傾向之敘述性統計分析．．．．．． 52
表 4-5 來源國印象之信度分析．．．．．．．．．．． 53
表 4-6 流行焦慮之信度分析．．．．．．．．．．．． 54
表 4-7 衝動性購買傾向之信度分析．．．．．．．．． 57
表 4-8 來源國印象之效度分析．．．．．．．．．．． 59
表 4-9 流行焦慮之效度分析．．．．．．．．．．．． 60
表 4-10 衝動性購買傾向之效度分析．．．．．．．．． 63
表 4-11 不同性別對各變項構面之差異分析．．．．．． 65
表 4-12 不同婚姻對各變項構面之差異分析．．．．．． 65
表 4-13 不同年齡對各變項構面之差異分析．．．．．． 66
表 4-14 不同學歷對各變項構面之差異分析．．．．．． 67
表 4-15 不同職業對各變項構面之差異分析表．．．．． 68
表 4-16 不同月入對各變項構面之差異分析表．．．．． 69
表 4-17 來源國印象、流行焦慮及衝動性購買傾向之相關分析71
表 4-18 來源國印象對衝動性購買傾向之迴歸分析．． ． 73
表 4-19 來源國印象對流行焦慮之迴歸分析．．．．．． 74
表 4-20 流行焦慮對衝動性購買傾向之迴歸分析． ．．． 75
表 4-21 金錢與比較對衝動性購買傾向之迴歸分析．．． 76
表 4-22 害怕落伍對衝動性購買傾向之迴歸分析．． ．． 76
表 4-23 愛好流行品牌對衝動性購買傾向之迴歸分析．． 77
表 4-24 重視流行對衝動性購買傾向之迴歸分析．． ．． 78
表 4-25 掌握流行資訊對衝動性購買傾向之迴歸分析．． 79
表 4-26 流行焦慮子構面對衝動性購買傾向子構面之迴歸分析．．．．．．．．．．．．．．．．．．． 80
表 4-27 來源國印象與流行焦慮對衝動性購買傾向之階層迴歸分析．．．．．．．．．．．．．．．．． 82
表 4-28 源國印象與金錢與比較對衝動性購買傾向之階迴歸分析．．．．．．．．．．．．．．．．．． 83
表 4-29 來源國印象與害怕落伍對衝動性購買傾向之階層迴歸分析．．．．．．．．．．．．．．．．． 84
表 4-30 來源國印象與愛好流行品牌對衝動性購買傾向之迴歸分析．．．．．．．．．．．．．．．．． 85
表 4-31 來源國印象與重視流行對衝動性購買傾向之階層迴歸分析．．．．．．．．．．．．．．．．． 86
表 4-32 來源國印象與掌握流行資訊對衝動性購買傾向之階層迴歸分析．．．．．．．．．．．．．．． 87
表 5-1 研究假設驗證結果彙總．．．．．．．．．．． 88

圖目錄
圖 1-1 研究流程．．．．．．．．．．．．．．．．． 5
圖 2-1 月暈模型．．．．．．．．．．．．．．．．． 9
圖 2-2 匯總模型．．．．．．．．．．．．．．．．． 10
圖 2-3 CIFE架構圖．．．．．．．．．．．．．．．． 26
圖 3-1 研究架構．．．．．．．．．．．．．．．．． 31

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